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In 2015, Turner Broadcasting, a semi-autonomous division of AT&T's Warner Media announced it would integrate offerings from Episilon, Krux, and Oracle into its data management platform, which powers its ads. Oracle and Epsilon help bring in offline and multichannel consumer data, while Krux bridges Turner's repository of IDs with the rest of its advertising ecosystem. The goal was to understand audience trends, brand by brand. The move is part of a response by many TV networks to increased audience fragmentation; the old business-to-business architecture is being replaced by more specific targeting based on data analytics and matching.